LONDON CRU WINERY CONSULTANCY PROJECT

TEAM: TWO SQUARE

CONTENT:

INTRODUCTION

RESEARCH
METHODOLOGY

PROJECT
OBJECTIVE
S
FINDINGS
AND
RECOMMENDATIONS
 Gluten-free
Low-calorie
English Vegan-friendly
Prestigious Zero coloring
vineyards
Awarded by Started sourcing Zero flavors
WineGB and from local
IWC English grapes

2013 2015 2016 2017 2021

First urban Selling

points LDN SPRITZ
winery A canned white
Michelin Star
Established in 2013 by wine made from
restaurants in
Cliff Roberson local grave vines
London and beyond
 Revenue of different types of spirits drinks of UK 2012 - 2025 (Source: Statista, 2021)

RTD (Ready-to-drink), alcoholic goods are the trend that going to bloom. It will capture 8 percent of the
alcoholic beverage market share, or accounting for a double RTD market share in 2020 by 2025. (IWSR,
2021)
 To address the position of the company’s
marketing activities

To produce a strategy to expand the company

into the retail market.

PROJECT To research competitors for effective pricing.

OBJECTIVES

To design a market strategy for expansion.

To develop a social media strategy for London

Cru Winery.
 Secondary Primary

Research

SWOT PLC

Porter’s 5 forces
Pricing strategy

MoSCoW
Ansoff matrix
 Secondary Primary

Research

SWOT PLC

Porter’s 5 forces
Pricing strategy

MoSCoW
Ansoff matrix
 Primary Objective 1 Objective 2 Objective 3 Objective 4 Objective 5
study result
 Primary Objective 1 Objective 2 Objective 3 Objective 4 Objective 5
study result
Objective 1
To address
the position
of the
company’s
marketing
activities
Elaborative website (from history, blog, advice, online Lack of social media activities
ordering, delivery, return) Facebook engagement is not good
Vinery venue letting services No chatbot
Tasting & tours services Instagram is developing but not enough
Events such as custom wine and many more
Award-winning wines that won: WineGB and IWC awards
S W No TikTok
No other sites or platforms selling the products
Sourced from English vineyards No LDN SPRITZ Community
Series of videos
Minimalist theme Analysis
Low calorie, gluten-free, zero coloring, and favoring on LDN
CRU’s
marketing
Creating more engaging social media platforms activities Already established social media competitors: Aperol, Miami,
Bacardi, and Lyres Spritz
Creating chatbot on both IG and FB for online ordering Doing
Online platforms selling competitors’ products
giveaways
Engaging in social festivals and concerts selling the products
Using influencers to create #LDNSPRITZ special hashtags
Hiring part-time/ full-time social media specialist
O T Niche market product competes with other spirits and
alcoholic beverages such as beer and gin which has already
been established in the market with convenient can-using
habits.
Collaborate with other platforms/ websites Marketing in Target
Target market Gen Z
Specific sectors – People who are on a diet etc.,
PLC model of SPRITZ
market
REAC
H
ACT CONVER
T
ENGAGE
Objective 2
To produce a
strategy to
expand the
company
into the retail
market.
Ansoff matrix PRODUCTS
EXISTING NEW

Market Product

EXISTING
Penetration Development
MARKETS

Market Diversification
Development
NEW
Porter’s 5 forces
COMPETITIVE RIVALRY BARGAINING POWER OF BUYERS

Tesco
Morrisons
Waitrose
ASDA
Bargaining
Sainsbury Bargaining Competitive Threat of New Threat of
Power of Power of Buyers Rivalry Entrants substitute
suppliers products
MoSCoW
Must have Sould have Could Won’t have
have

Advertisement Although the

Strategically Try not to expand
budget: this is to desired retailer
launch a new too fast into too
ensure the retailer would be Waitrose
spritz flavor to many stores
that our product is because it's posh,
occupy extra instead gradually
not going to be considering to get
space on the increase the
abundant on the into other retailers
shelves which number of stores
shelves but being is nothing to lose if
will help cooperating with
sold they don't demand
customers to
Keep the statistics an unreasonably
notice the
of the product high margin. Thus,
London CRU
(e.g., sales) for the having a
brand more
negotiations with negotiation with
easily
retailers many retailers will
be an advantage
Objective 3
To research
competitors
for effective
pricing.
Porter’s 5 forces
COMPETITIVE RIVALRY

PRICE PER CAN

5.5

3.99
3.95

3.6

3.4
3.3
2.89
3

2.39
2

Bargaining Bargaining Competitive Threat of New Threat of

Power of Power of Buyers Rivalry Entrants substitute
suppliers
LDN SPRITZ APEROL MIAMI SPRITZ BACARDI SPRITZ LYRES CLASSICO CANNED WINE CO NICE JUKES BORN ROSE products
IGO
 Pricing
strategy
1. Competitive Pricing

2. Price skimming
Average: 3,4 pounds
3. Cost-plus pricing
Convinces Up-town place:
Portrays 5.5 in the
Confidence
4. Penetration pricing to buy
customers value product
5. Economy pricing Festivals: 4.5
6. Dynamic pricing
Objective 4
To design a
market
strategy for
expansion.
Growth opportunity Initial stage
The younger generation’s buyer behavior trend Generation Z is the target market
Canned wine
Official website
S W Can usage is new
Well-being issues related to canned products
Brand reputation

Analysis
on LDN
CRU’s
market
expansion Canned packaging
Rapid market growth
Other types of popular substitute products
Hypermarkets & supermarkets
Increasing vegan consumption
O T
Ansoff matrix PRODUCTS
EXISTING NEW

Market Product

EXISTING
Penetration Development Understanding of a
MARKETS new market

Generation Z is
concerned about
price.
Market Diversification
Development
NEW

Gen-Z prefer
smooth and fruity to
savory types
MoSCoW
Must have Sould have Could Won’t have
have
Distribute LDN The company They should also
Spritz from the should start selling consider upper- They shouldn’t
restaurant chain, its product from the status elite bars outsource their
bars, clubs, and Waitrose chain. as a target vineyard source
festivals in the Their main selling market. In the due to its market
initial stage until it point could be their area, LDN image and brand
gets recognized in advantageous SPRITZ could be reputation having
the market. features such as perceived as an already been set
After the market vegan-friendly, low- innovative cool as English-made
diversification gets calorie, zero beverage. They Wine.
recognition and flavors, and could also set
achievement, coloring. the price higher
transfer to the
“Could have
strategy”
Objective 5
To develop a
social media
strategy for
London Cru
Winery.
PLC
MoSCoW
Must have Sould have Could Won’t have
have
The key message of The company Promotion-
the product on the ad No Radio, or TV
should hire a discount for the ads. Too costly
or social media post content creator to next purchase to
Post on social media and less effective.
be responsible for see who loyal
regularly. Ideally, the social media customers could
once a day. aspect potentially be
Educational videos
post on social media
(like how when
where to drink the
product)
Boost posts on social
media to increase
brand awareness
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